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The power of ugc turning your happiest customers into brand advocates (4)
While overly branded content is wearing thin with savvy consumers, it's hard to tune out authentic content generated by raving fans. User Generated Content (UGC) provides authentic information about the brand’s products and services from previous customers. Consider it a modern-day referral – and a way of saving resources, boosting brand credibility and cost-effectively expanding your customer base. With more than 95 million photos and videos shared on Instagram daily (garnering more than 4.2 billion "likes”), it's among the hottest — not to mention most scalable — ways to showcase products, celebrate fans and drive revenue on the web today.
The power of ugc turning your happiest customers into brand advocates (4)
The Power of UGC
Turning Your Happiest Customers into Brand Advocates
A little bit about me…
● Joined Web Profits’ Social team June 2012
● Collaborate daily with Australia’s most talented
● Passionate about storytelling, specialising in
developing brand narrative
● My personal purpose: To evoke human connection.
HEAD OF CREATIVE + SOCIAL
>> Katherine Chalhoub
Today’s talking points
➔ What is UGC + Why does it matter?
➔ How do I get customers sharing UGC?
➔ Harnessing the power of UGC
➔ Key takeaways
What is UGC and why
does it matter?
What is it?
UGC is content created by your customers, sharing
their stories or experiences of who you are or what
➔ Imagery, video or voice recordings
➔ Stories or testimonials
➔ Recommendations or (rave) reviews
Why it matters
Today’s customer is:
➔ Digitally savvy, and aware of how brands overtly market
through paid media.
➔ Comfortable with rapidly evolving technology and capable
of finding information quickly — meaning they can call out BS
a mile away.
➔ They will always research a brand after hearing or
interacting with it across digital, before buying the product.
➔ Aren’t a passive audience — they’re going to question brand
messages and look for proof to back up claims.
In the buying world of today’s
78% are more
interested in seeing UGC
in place of highly branded
content, in the belief that it’s
Our challenge as
business owners + marketers…
credibility in a landscape that
demands genuine experiences
from real people.
How do I get
customers sharing UGC?
Create A Branded Hashtag
A branded hashtag collates content in a way that’s
easy for your customers to share it and simple for
you to find it.
Keep it short, sweet + relevant (like all things) and
ensure you promote it across all your paid + earned
Give your customers a clear CTA on where to use it
and give them a reason to – sometimes the simplest
way to get what you want, is to ask!
Live example : @thegrounds with #thegrounds
Excite with competitions
Giving people a reason to engage positively with
your brand is an awesome way to gain momentum
and initiate a two way exchange of positive
experience and ongoing interaction.
Repurposing the experiences you capture
throughout your marketing will fuel others to do the
same – everyone wants their 15 minutes!
Live example: @bellamysorganic with the #BellamysFoodie
Entice with offers or refer a friend
Compelling Stat — 77% of millennials participate in
loyalty reward programs. –Aimia
Similar to competitions, an offer or reward incentive gives
people a reason to engage + share their stories or
experiences and share the positive message with relevant
target audiences (ie. their friends).
Live example: Aussie Broadband with The 6pm Slow Down campaign
An offer they can’t refuse…
● XX% off first purchase
● Share your experience for the chance to win X
● $XX off when you refer a friend
● Refer a friend to receive X
● Exclusive access to _____
● Customer Rewards / Loyalty Program
● Become our brand ambassador
● Share your 30 day experience to receive X
Leveraging the power of influencers
Building strategic partnerships with like-minded personal
brands or creatives is a powerful way to capture the
attention of new (non-competing) audiences.
Engaging influencers with similar followings to yours
means you can negotiate outside of money, with shared
● Brand exposure + amplification
● Positive brand association
● Exclusive product insights/access
● Exclusive rights to content or events
● Shared databases
● Website traffic
Live example: @koala with the @liiiiilia⠀ with 14.8k followers (based in Syd)
Focus on the three R’s
Tools to help find your right fit
Take it to the next level
Track the impact each inﬂuencer has on your campaign by
giving them unique coupon codes or trackable UTM links.
You’ll re-engage only those who’ve made a positive impact.
90% of consumers say
authenticity is important when
deciding which brands they like
and support. – Stackla
Make UGC the hero of your content
Compelling Stat — 89% of millennials trust
recommendations from friends + family more
than brand claims. –Kissmetrics
Involving your happiest customers in your brand
narratives let’s them speak for your brand – not you.
The authenticity of real people advocating for
brands speaks louder than any commercial
recommendation we could put to market — and who
better to speak for your brand than your happiest
Live example : @frank_bod with #thefrankeffect
WHAT TO DO WITH IT ONCE YOU’VE GOT IT
Harnessing the power of UGC
Where you’d integrate
➔ Developing a designated content hub
➔ Social, blog or website content
➔ Paid media (eg. Social ads)
➔ Throughout your email marketing campaigns
➔ Product labels and packaging
➔ Events (both partner and your own)
➔ In-store, if you’re bricks and mortar
➔ Traditional media like TV, radio, editorials or
➔ Billboards + out of home banners
Developing a designated content hub
Leveraging the real life stories + experiences of
happy customers allows them to speak for your
brand - not you.
It involves them in your story and creates a
community of storytellers and content sharers.
Live example : Contiki with The Travel Project
● The brand saw bounce rates slashed by 30%
● Site sessions increased by 45%
● And 3x the eCommerce transactions through this campaign
UGC as social ads copy
Compelling Stat — Research shows Facebook ads
with UGC result in a 300% higher click-through rate.
Rave reviews + testimonials speak volumes for your
brand and talk to the experiences of real people
and their real encounters with your brand.
Live example : NFP, CBHS Health Fund
● 2x higher click through rate
● Most effective conversions of non-testimonial ads
UGC as out of home banners or
Share the message with the world and tell a
compelling story with the data or information
shared by your customers.
Live example : Spotify, Data Crunch campaign
From Spotify’s CMO...
“The ads work so well because music is such an
emotional experience, and data about our
listening habits, on the macro level,
taps into our collective mood.”
- Spotify CMO Seth Farbman.
Stylised user snaps of your product in use across
the globe can speak volumes of your brand’s reach
and inspires customers to think of it in ways
perhaps, that it’s not been before.
Live example : Burberry, Art of The Trench
Burberry’s Message to Customers
Art of the Trench is a living document of the
trench coat and the people who wear it.
The project is a collaboration between you, Burberry and
some of the world's leading image makers.
Capture real stories from
real customers across
Amplify positive stories +
Use real life customer
stories to remarket to new
+ existing customers.
The voices of the your brand
➔ Create a branded hashtag that people
can reference, ongoing
➔ Give people a reason to share their
experiences with you
➔ Capture the hearts + minds of new
audiences through strategic
collaborations with like-minded
➔ Make your customers the hero of your
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